Marketing Division – Past Seminars 2010 | Sauder School of Business at UBC, Vancouver, Canada
Date: Friday November 5, 2010
Speaker: Young Jee Han, Marshall School of Business, University of Southern California – (Using Nemesysco’s QA5 emotion detection).
Abstract: This research investigates the dyadic interaction between the signaler and the recipient, in particular, how signalers respond when a signal is acknowledged by others. Consumers who use products as a form of identity signaling presumably want others to observe, recognize, and interpret their signals favorably. Consequently, if a recipient provides positive feedback, the signaler should feel pleased. However, my research shows that those who display more conspicuously branded goods – and thus, those trying harder to say something about themselves with their product choice – ironically become more embarrassed when others positively acknowledge their signal (i.e. pay them a compliment). Across three studies, this research documents how consumers of more conspicuously branded goods are more likely to feel embarrassed when paid a complement because they are more concerned with unexpressed judgments held by others. This effect is particularly strong for those people whose actual and ideal self differ highly.” …